KristineHamlettContent Strategist, Enterprise Thought Leadership, Adobe
Advertising is all around us. And the more that new technologies, channels, and platforms take root, the more potential ways advertisers will be successful getting their messages seen, heard, and experienced.
All that is to say: Opportunities are limitless.
What’s next? In this installment of CMO Wants To Know, we asked five thought leaders to share their predictions. Here’s what they see in the future.
“Taking programmatic buying in-house is not a fad. It’s here to stay. How that actually manifests itself looks very different from brand to brand, but one thing is certain: Brands want to have control of the ad-buying, performance, and their clients data, while also seeing faster response and go to market timing. That means building out teams with a set of specialized skills is fundamental to the future of advertising.”
Freddie Liversidge, Director of Activation, HP
“The advertising sector is going through increasingly rapid transformations, with a focus on hyper-personalization. Each individual customer has their own reality, and every moment represents an opportunity for marketers to play a role in shaping it. The consumer’s path to purchase is no longer characterized by a few big, well-orchestrated moments. Instead, it is dotted with numerous, small interactions that coalesce to determine success. Tomorrow’s successful marketers will be the ones shaping the world around consumers, down to picking the right moments to offer their products and services. They will have to create new strategies to effectively change the way the market itself works. Core digital technologies are going to be more critical than ever as we set our sights on increasingly better experiential advertising. Successful marketers will be those prepared to take risks to drive new and exciting creative solutions.”
Joel Davis, Co-Founder & CEO, Mighty Social
“Technology continues to rapidly transform every industry, presenting challenges but also opportunities as we look to help our clients achieve real growth. I have said for some time that we are facing a period of structural change, not structural decline. CMOs are under pressure to deliver not only powerful brands through advertising, but to become more broadly accountable for innovation, experience, and growth. What they need is a partner who can help them pick their way through the promise of technology to identify what’s meaningful to their customers and will drive results. As agencies, we recognize that marketing is now a creative and a technology problem, and we will be successful if we work collaboratively to help our clients navigate this more complicated world.”
Mark Read, CEO, WPP
“The people-based marketing race is on. More and more marketers are tuning into the value of their first-party data and the opportunity it provides when enhanced through complementary data sets. But the future of advertising is not about data. Rather, it is about the application of that data to derive deeper and better human insights. It is about custom messaging, as well as expelling waste from marketing campaigns. And it is about more accurately forecasting business outcomes. At the same time, we will continue to see a shift to “addressable” advertising that is planned and executed within a connected, platform environment that leverages automation, AI, and machine learning. All told, data will serve, more deeply and effectively, as the true connective tissue between brands and people.”
Doug Ray, Chairman, Media, Dentsu Aegis Network USA
“I’m excited about the journey digital advertising has taken over the past 25 years, since the first banner ad was served in 1994. We’ve reached a point where technology allows us to not just serve more ads in more places, but we are on the cusp of it actually creating better experiences for consumers. Those experiences will expand into new formats and screens, and they will be connected to all of the interactions an individual consumer has with a brand. Bridging the divide between paid media and a brand’s various channels, and providing consumers with a consistent, engaging, and delightful experience is what everyone in our industry aspires to deliver.”
Keith Eadie, VP, Adobe Advertising Cloud, Adobe
Aim your digital marketing in the right direction.